When I was at Booking.com, John Elabd was one of the best product owners. He used to challenge every assumption and take the leap to test ideas that were never tested in the company before.
One of the things I learned from John when someone gets too biased toward their argument on whether something is good or bad for customers, he would reply with a simple, yet powerful question
How do you know?
Every time he asked me this question I had to go back and think. Many times in product organizations people fear testing new ideas because of internal resistance, or fear of messing things up.
The culture at Booking.com is to be fearless, they have no problem someone screws things up and cost the company thousands or maybe millions of Euros, because they know at this cost people move fast, then you find the breakthroughs that cover up for all the mess.
So far it is working. That’s how I know.